Equality reasoning is ubiquitous and purely abstract: sameness or difference may be evaluated no matter the nature of the underlying objects. As a result, same-different (SD) tasks have been extensively studied as a starting point for understanding abstract reasoning in humans and across animal species. With the rise of neural networks that exhibit striking apparent proficiency for abstractions, equality reasoning in these models has also gained interest. Yet despite extensive study, conclusions about equality reasoning vary widely and with little consensus. To clarify the underlying principles in learning SD tasks, we develop a theory of equality reasoning in multi-layer perceptrons (MLP). Following observations in comparative psychology, we propose a spectrum of behavior that ranges from conceptual to perceptual outcomes. Conceptual behavior is characterized by task-specific representations, efficient learning, and insensitivity to spurious perceptual details. Perceptual behavior is characterized by strong sensitivity to spurious perceptual details, accompanied by the need for exhaustive training to learn the task. We develop a mathematical theory to show that an MLP's behavior is driven by learning richness. Rich-regime MLPs exhibit conceptual behavior, whereas lazy-regime MLPs exhibit perceptual behavior. We validate our theoretical findings in vision SD experiments, showing that rich feature learning promotes success by encouraging hallmarks of conceptual behavior. Overall, our work identifies feature learning richness as a key parameter modulating equality reasoning, and suggests that equality reasoning in humans and animals may similarly depend on learning richness in neural circuits.